An Empirical Deconstruction of the Psychographic Determinants Influenced by Digital Marketing Stimuli among Indore’s Emerging Youth Market

Abstract

Today’s technology transformation has shifted marketing strategies toward online platforms to engage and influence consumer behaviour—especially among the youth. This study examines the impact of digital marketing on the buying behaviour of young consumers in Indore, India, based on data collected from 167 respondents aged 18 to 30. The research focuses on (1) evaluating the effectiveness of different digital marketing channels at various stages of the consumer decision-making process, (2) analysing how demographic and psychographic factors influence buying decisions, (3) identifying which types of digital content are most effective in capturing youth attention, and (4) assessing the overall relationship between digital marketing exposure and purchase behaviour.

Using statistical tools such as multiple regression, one-way ANOVA, moderated regression, factor analysis, and chi-square tests, key findings reveal that social media plays a dominant role in creating awareness, while influencer marketing significantly drives purchase intent. Demographic factors like age, gender, and income, as well as digital literacy, moderate the effectiveness of digital marketing. Furthermore, personalized and vernacular content formats were found to be significantly more engaging among the target audience. The study culminates in a proposed framework illustrating how channel selection, audience segmentation, and content strategy interact to influence youth buying behavior in Indore.